Anant's blog: The new game for brands - Truth or dare?

Take a big brand. A brand you know and like. Go to Google and enter the brand name, followed by the word ‘sucks’. Try Nike, Adidas, Coke, Pepsi, Apple, iPad, Microsoft. Try whatever you fancy, and it still works.You will get results. Zillions of them, all with the potential to spark off negative conversations about brands that brand managers hope to be in control of.